5 companies set to profit from the Super Bowl today

As the Seattle Seahawks line up against the mighty Denver Broncos today for Super Bowl XLVIII, it won’t be the screams of 83,000 fans that investors are listening for, but the whispered hum of cash registers everywhere, because the Super Bowl is serious business.

Super Bowl related spending for today’s game is estimated at more than US$12 billion, an increase of over 36% on 2010. But it’s not just American companies cashing in; several ASX listed companies will also be in prime positions to increase sales.

TV and advertising

Last year over 108 million viewers tuned in for the Super Bowl and despite being a Monday in Australia the TV and cable companies broadcasting the game can expect heightened demand around the country.

Subscription service Foxtel, jointly owned by News Corp (ASX: NWS) and Telstra Corporation Ltd  (ASX: TLS) will have the game available on the ESPN channel, while NSW residents can tune in to the game on ONE, hosted by Ten Network Holdings Limited  (ASX: TEN).

The Super Bowl has become famous for its ad breaks which reportedly command revenues of up to US$4 million for a 30-second slot. Although local advertisers won’t be made to pony up that much, the channels with an eye for revenue management will likely command higher fees during the game.

Food and drink

Celebrated with Buffalo wings and beer, the Super Bowl is a day of grand consumption. In fact the U.S National Chicken Council is expecting 1.125 billion chicken wings to be consumed this year.

A second favourite is pizza and Domino’s Pizza in the U.S. expects to sell over 11 million slices on game day – the company’s busiest days of the year. In Australia game day will likely provide Domino’s Pizza Enterprises Ltd. (ASX: DMP) with a boost in sales over an ordinary Monday and after a soft year of growth in 2013, Coca-Cola Amatil Ltd (ASX: CCL) will be hoping fans wash down ample amounts of Coke, Sprite or perhaps Samuel Adams, the U.S. craft beer the company has recently started distributing.

Foolish takeaway

It will be a clash of the titans when the Seahawks take on the Broncos today, but win or lose the increased sales for TV broadcasters and local food and drink companies mean it could be a positive day for many investors.

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